Strategies for Cart Abandonment Emails for eCommerce Marketers

Strategies for Cart Abandonment Emails
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For a variety of reasons, online shoppers leave shopping carts. Whether it’s because entering information is too time consuming or the website takes too long to load, it costs eCommerce businesses a lot of money. The shopping cart abandonment rate has been steady over the last five years, according to Sucharita Kodali, a lead analyst at Forrester.

So, what can you do to enhance shopping cart conversion in your eCommerce store? While it may take some time and study to figure out why your potential customers are abandoning their carts, you may start sending abandoned cart emails in the meanwhile. According to Klaviyo’s eCommerce Industry Benchmark Report, their users’ abandonment cart emails have generated over $60 million in sales.

Cart Abandonment Email Examples:

What Is an Abandoned Cart Email?

Emails sent to customers who added products to their cart but did not complete the checkout process are known as abandoned cart emails. Businesses utilise it to convert leads into paying consumers. A catchy subject line, introduction, a list of the things waiting in the cart, and a call-to-action prompt are usually included. You can even include a discount or offer as an additional incentive, or simply social evidence, such as a product review, for added motivation.

Tips for Getting the Most Out of Abandoned Cart Emails

# Write a well-thought-out subject line

The subject line of your abandoned cart email, like the subject line of your email newsletter, demands as much care as the substance of your email (if not more). Three factors make up effective subject lines: your brand name, what’s left behind, and what you have to offer. While a discount isn’t required, you may still generate a sense of urgency by noting that their cart is about to expire or that supply is running short.

Don’t feel obligated to maintain a formal tone. Subject lines with unusual wording might help your cart abandonment email stand out.

# Make the layout Appealing

Emails consist of lot more than just text. Most email software comes with a reasonable range of email templates that you can customize to match your company’s identity. After all, you spent time crafting an engaging subject line, and it will all be for naught if the email itself is devoid of relevant images.

You don’t have to stick to the norm by simply including photos of the goods that were left behind.

You may incorporate something unconventional like Headspace, Framebridge, or Molekule, depending on your branding.

# Include the items left behind

If you didn’t include it in the subject line, you should surely include a list of the things that are still in the customer’s cart in the body of your email message. Even if you said it in the subject line, you should repeat it in the body because you’ll need to include other details like quantity, product photos, and pricing.

If the consumer has numerous things in their shopping cart, you may want to concentrate on just one of them, such as the best-selling item or the product with the most ratings. When using this method, it’s a good idea to concentrate on a few key characteristics and include a few customer testimonials.

Always include a link so that customers can go straight to their cart, whether you prefer to include all of the things or just highlight the advantages of one. You can use contrasting colour, like Dyson did in his cart abandoned email, to guarantee that this call-to-action button is seen.

# Make it Personal

Making it personal begins with mentioning the exact things that have yet to be checked out, but there are additional elements you may include as well. As previously stated, it’s a good idea to add the customer’s name in the subject heading if you have it. You can then paste it back into the email’s body.

Moschino, for example, suggests further items based on the items in the customer’s shopping cart. It not only improves personalisation but also provides a possibility for cross-selling and upselling.

# Provide a Incentive

Customers can benefit from a variety of benefits, including free shipping and savings. According to the Baymard Institute’s shopping cart abandonment statistics, almost half of customers cite price as the primary reason for abandoning their carts.

This strategy, however, is not without risk. Customers will pick up on your plan if you always add a discount in your cart abandonment emails. As a result, individuals may purposefully delay completing the checkout because they know it pays to wait.

Here are two suggestions if you decide to take this route. The incentive must be sufficiently appealing. While a 50% discount isn’t required, your potential clients will require something more substantial than a 5% discount. Second, a cut-off time should be included. You create a sense of urgency by giving an expiration date, which encourages them to convert almost immediately.

Grammarly’s cart abandonment email is a wonderful example of how to offer an incentive. Both of these options have been checked: a significant discount that is only good for 24 hours.

Strategies for Cart Abandonment Emails

# Include reviews

You can generate a sense of urgency by incorporating social evidence such as a client testimonial (like Casper’s email below) or a product review. This way, your customers will feel as if they are missing out if they do not finish the purchase. Not only that, but it also communicates to potential buyers that your company is reliable and that your items are worthwhile.

Instead of reviews, incorporate press mentions in your email as an alternative. Essentially, this accomplishes the same thing by demonstrating to potential clients that your products have attracted the attention of reputable magazines. Brooklinen took this technique by putting a section called “As Featured In” in the email’s footer.

# Make your copy interesting to Read

While incentives and social proof might aid in persuading customers to complete the checkout process, they are not a substitute for engaging material.

Your email preview text (the small message that appears below the subject line in email programmes like Gmail) is valuable real estate. Make it personal by incorporating the customer’s name, and optimise it by being innovative.

Instead of merely listing the items that were left behind, you can utilise the body to allay any anxieties customers may have about purchasing the exact problem. Adidas, for example, use clever text to alert buyers about the possibility of customising their purchase. Customers might not have known about this functionality if it hadn’t been for this message.

# Make your CTA more Effective

Calls to action that require a minimal level of commitment work better in shopping cart abandonment emails. Rather than using “Buy Now,” try “Return to Cart,” “Resume Shopping,” “See Your Items,” or “View Cart Again.” The purpose of your call to action should be to guide your potential consumers through the sales funnel, and given that they abandoned their cart, they may not be ready to take a financial risk.

# Turn it into an email drip campaign

While you can send a single email as a reminder, creating an email drip campaign can provide better results. According to Klaviyo’s research, sending two to three emails in an abandoned cart flow is normally ideal, as firms who use this strategy generate the greatest income. Furthermore, their open and click-through rates are still very high.

If you go with the latter option, you’ll end up with three emails. The first email, which will act as a basic reminder, should be sent within 24 hours of the cart being abandoned. If you can email it within a few hours, that’s even better.

After that, you can send a follow-up email a few days later. This email should not be overly salesy once again.

A few days after your second email, send your third and final abandoned cart email. However, other people recommend waiting two weeks before sending it. You can include your offer or discount code in this final email.


Abandoned cart emails are a fantastic technique, but they shouldn’t be your only option. It’s also critical to determine whether there’s a unique reason why visitors don’t become paying clients. Are your products reasonably priced? Is it possible to reduce, if not eliminate, your delivery costs? Is your checkout process too long and difficult to understand?

Frequently Asked Questions

Q. Why do customers abandon their carts?

According to the Baymard Institute, the average documented shopping cart abandonment rate might be as high as 70% (based on 44 independent statistics). There are a variety of reasons why this is such a widespread issue. It all comes down to friction during the checkout process and a lack of openness on items such as shipping prices and return policies.

Q. What’s an email drip campaign?

An email drip campaign is a type of email marketing campaign that involves sending a series of emails to your subscribers on a predetermined schedule on specified days. Because they are scheduled, they are significantly more effective than emails sent at random intervals. For example, a drip email campaign might be utilised to welcome new subscribers or to prevent shopping cart abandonment.

Q. How can I reduce shopping cart abandonment?

You may not be able to totally eliminate shopping cart abandonment, but there are techniques to lessen it. Begin by making your checkout experience as simple as possible. You may also use plugins and software to track when clients abandon carts and follow up strategically.

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